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Chocosuisse
Union Des Fabricants Suisses De Chocolat, the first respondent, is a
co-operative society established in Switzerland. It is responsible for the
protection of the worldwide reputation and goodwill of its members, which are Swiss
chocolate manufacturers.

Kraft Food Schweiz AG and Nestle Suisse SA are
two chocolates manufacturers, members of the Chocosuisse Union. They have been
exporting to, and selling in, Malaysia, Swiss-made chocolates such as “Toblerone”
and “Nestle” chocolates.

The respondents brought proceedings against the
appellants (Maestro Swiss Chocolate Sdn. Bhd. et al.) in the High Court for extended
passing-off and unlawful use of a geographical indication under Section 5, Geographical
Indications Act 2000 (GIA). The dispute involved the appellants’s use of the words “Maestro
SWISS” in relation to chocolates and chocolate-related products in Malaysia,
in particular bearing the brand “Vochelle”. In light of the reputation and
goodwill for fine quality chocolates made in and exported from Switzerland, the
respondents claimed that the use of the words “Maestro SWISS” would lead a
significant number of Malaysian consumers to erroneously believe that those
products were manufactured in Switzerland or by a Swiss manufacturer.

"I tawt I taw an IPKat!"

Decisions
of the lower courts

The action was dismissed by the High Court. In
essence, the High Court ruled that the use of the words “Maestro SWISS” had not led, nor was likely to lead, Malaysian
consumers to believe that those products were made in or imported from
Switzerland. Further, the Court took the view that those words were not used as
a geographical indication on the packaging of the products. In any event, the High
Court held that the first respondent did not have standing to sue either as manufacturer or seller of chocolates, lacking the business interest or goodwill
necessary to bring an action.

The respondents appealed the first-instance
decision. The Court of Appeal held that the first respondent had locus standi and allowed the claim for
extended passing-off. After acknowledgintg that “Maestro SWISS” was a
geographical indication under the GIA, the Court of Appeal dismissed the claim
as the action was barred under Section 27(2), GIA, since the appellants had started using that sign
before the GIA entered into force (that occurred on 15.08.2001).

Thus, the case went up
to the Federal Court.

Decision
of the Federal Court

On extended passing-off

The Federal Court overruled
the Court of Appeal’s decision on the issue of locus standi. Following the decision of the Court of Appeal of
England and Wales in Chocosuisse Union Des Fabricants Suisse De Chocolat
and Others v Cadbury Limited [1999]
RPC 826, the Court held that the first respondent did not have locus standi to commence the action for passing-off due to its lack
of a business interest or goodwill. Stressing
that the test for extended passing-off was the same as that for traditional
passing-off, the Federal Court upheld the Court of Appeal’s finding that the
appellants were liable for extended passing-off vis-à-vis the second and third
respondents. The finding was primarily based on the survey evidence adduced by
the respondents, which proved that some members of the public were likely to be
confused by the words “Maestro SWISS” and led to believe that the products branded
that way were manufactured in Switzerland or were Swiss chocolates.

On unlawful use of a geographical indication under the GIA

The Federal Court affirmed the Court of Appeal’s
decision regarding the phrase “Maestro SWISS” as a geographical indication under
Section 2, GIA (par. 70). Each of the respondents was held to have locus standi to bring action on that
basis under Section 5, GIA (par. 71), as they each constituted an “interested person” under Sections 2 and 11, GIA [which include
any “person who is carrying on an activity as a
producer in the geographical area specified in the application with respect to
the goods specified in the application, and includes a group or groups of such
persons”, as well as “trade organization or association” among those having
standing to sue on the basis of geographical indication].

Based on the same reasoning that allowed the claim
for extended passing off, the Federal Court held that the claim based on
Section 5, GIA for unlawful use of a geographical indication was established. In
this regard, the Federal Court held that:

(a)The
appellants could not rely on their use in good-faith made before the entering
into force of the GIA (Section 28(2), GIA; see par. 73). As the use of the
“Maestro SWISS” sign and the marketing plans related thereto were intended to communicate
a Swiss connection, such use could not be assumed as having been made in good faith,
regardless of whether it started before or after the GIA’s birth.

(b)The
Court of Appeal erred in relying on Section 27(2), GIA, as the action was filed
after the the GIA entered into force on 15.08.2001 (par. 76). In other words,
Section 27(2), GIA only prevents action under Section 5, GIA if the contested
conduct started and finished before 15.08.2001. In cases where conduct continues on or after 15.08.2001, GIA can
well-base claims against it.

Beware of Switzerland know how!

Comment

This decision is an important development in the
law of passing-off. It affirms the concept of extended passing-off in Malaysia, which prevents unscrupulous traders from misrepresenting their goods as
belonging to a particular or definite class of goods with a valuable and
recognised goodwill, and where the misrepresentation is likely to cause damage
to traders who own the goodwill in relation to the class of goods.

Further, the decision is also a significant milestone
as regards protection of geographical indications in Malaysia. It provides much-needed guidance on the applicable principles and interpretation of several
important provisions of the GIA, which will bode well for owners of geographical
indications and serve as a “warning” to potential infringers.

However,
this decision concerns protection of a class of premium or superior goods (ie,
Swiss chocolates) having a strong geographical connotation. Notwithstanding the
fact that the Federal Court did not expressly lay down any limitation on the
applicability of extended passing-off based on these two aspects, it is not
straight-forward whether Malaysian courts will follow the approach taken by the
Court of Appeal of England and Wales in its
recent decisions in the “VODKAT” case (Diageo North
America Inc & Anor v Intercontinental Brands (ICB) Limited and Ors[2010] EWCA Civ 920) and the “Greek yoghurt” case (Fage UK Ltd & Another v Chobani UK Ltd & Another[2014]
EWCA Civ 5) when dealing with cases involving “common” goods, or where the
indications or names have no geographical significance or connotation.

Based on the decisions in the “VODKAT” case and in the “Greek yoghurt” case, extended passing-off not
only protects premium or superior goods or brands, equally applying to any “common” goods having the necessary reputation and goodwill among the public,
regardless whether the indications or
names have any geographical significance or connotation per se. Stay tuned!”

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